Roland Barthes’ “Rhetoric of the Image“ essay from Image – Music – Text, Translated by Stephen Heath. Hill and Wang, 1977. (excerpt)

  • Define and identify the three types of messages that Barthes breaks down in the Panzani advertisement (linguistic, coded iconic, non-coded iconic).
  • How is the Panzani advertisement trying to persuade and influence the viewer?

Linguistic messaging is messaging that comes through from the implications of a word being used. Coded iconic messaging is the story that is provided/implied by an image. Non-Coded iconic messaging is just the literal interpretation of what the audience sees.

The linguistic message in this advertisement is ‘Panzani’. ‘Panzani’ in this advertisement is not only the name of the company, but allows the product to feel more “Italian” to the consumer, as pasta is heavily correlated to Italy and Italian culture. The coded iconic message is the added net and fresh produce to compliment the pasta. These provide extra emphasis on the aspect of authenticity and freshness, and imply what the pasta would be used alongside in the cooking process. The non-coded iconic messaging is that there is pasta, parmesan, and fresh produce together in a net.

The Panzani advertisement is trying to persuade and influence the viewer through giving off the feeling of being authentically Italian. This is done through both the name sounding Italian, as well as the produce in the net to give off this idea of “fresh” and “authentic”.